Sugarboo & Co.: 35% Sales Growth and a Website Finally Built to Match the Brand

Sugarboo & Co.’s products are distinctive, soulful, and constantly evolving, but the website wasn’t keeping pace with that reputation. It functioned. It didn’t inspire.

Navigation was frustrating. Product discovery was limited. Cross-selling and bundling were nearly impossible to execute well. And the visual experience — the warmth, the artistry, the tactile whimsy that makes Sugarboo’s physical spaces magnetic — was getting lost in a site that read like it was built around logistics rather than brand.

The goal of the rebuild wasn’t just a visual refresh. It was to close the gap between how the brand feels in real life and how it reads online — and to build the conversion infrastructure that would let that emotional connection drive revenue.

The Vision

We rebuilt the site from the ground up on Shopify 2.0 — designed to feel like Sugarboo, work for their customers, and be manageable by their internal team.

The redesign was built around five core goals:

• Infuse the site with Sugarboo’s signature aesthetic: soulful, tactile, whimsical, art-driven
• Simplify navigation and product discovery — browsing by collection, theme, and gifting need
• Create clear AOV pathways through curated bundles, cross-sells, and gift suggestions
• Visually strengthen the brand to stand apart from competitors and knockoffs by celebrating Sugarboo’s artistry and story
• Build scalable design systems the internal team can manage and grow without outside help for every update

One of the most significant wins in the rebuild was restructuring how products are organized and surfaced. The old variant-based structure limited reporting, made promotions difficult, and forced buyers to scroll past repetitive imagery. The new architecture changes that entirely.

• Products reorganized into intuitive groupings — by occasion, mood, theme, and gifting need — rather than flat category structures
• Dynamic collection sorting that surfaces best sellers of the week alongside new arrivals and featured items simultaneously
• Combined Product Listings that group similar items together (e.g., all zip bags in one listing) to reduce visual repetition and make collections scannable
• Full catalog maintained and searchable — curated selections for discovery up front, full inventory always accessible via search
• Front and back-end UX improvements to make the merchandising workflow manageable for the internal team without developer support

Conversion & AOV Strategy

The site was designed specifically to improve the metrics that move the business:

• Reduce bounce rate with clearer navigation and product storytelling that pulls users deeper into collections
• Improve the Add-to-Cart to Checkout rate by reducing friction in the shopping funnel
• Increase AOV through curated bundle pathways, gift guide integrations, and cross-sell placements built into the product page experience
• Build repeat purchase rate through loyalty integration, wishlist functionality, and an account portal that makes coming back easy

How a Custom Trade Show App Drove a 35% Sales Lift — and Kept Getting Better

Sugarboo & Co.’s trade show team was operating blind. The standard Shopify Wholesale platform couldn’t surface what they needed in the moment: whether a card was vaulted, which company location an order belonged to, what the minimum purchase requirement was for a given product, or when a backordered item was coming back in stock.

Every information gap slowed the transaction down. Across hundreds of buyers over a multi-day show, that friction compounds — and so does its cost.

We built a custom application designed specifically for the trade show floor — fast, clean, and built to mirror Shopify’s UI so the team could onboard without any retraining.

What We Built

• Product Minimums — Instant visibility into minimum purchase requirements so the team can build orders correctly the first time, without switching screens
• Vaulted Card Visibility — A single transaction view showing whether a customer’s card is vaulted or not — payment decisions in seconds, not minutes
• Multi-Location Customer Management — Clear identification of which company address an order belongs to, critical for wholesale buyers with multiple storefronts
• Backorder & Replenishment Tracking — Immediate vs. future shipment visibility with estimated return dates shown at the point of sale

Performance Highlights

• Launched at Sugarboo & Co.’s Atlanta trade show on July 15, 2025 with our team on-site for technical support
• 35% year-over-year sales growth at Atlanta trade show, directly attributed to speed and efficiency gains
• Refined further for Las Vegas — delivered a 33% increase in first-day sales vs. the prior year

How Custom Invoicing and a Technical Partnership Streamlined Wholesale Payments

ShipStation, Sugarboo & Co.’s third-party platform for shipping, invoicing, and payments, wasn’t flexible enough for their wholesale payment model. The invoice templates didn’t meet the business’s needs. And without a better solution, the team was filling the gap manually — processing payments by hand, one by one.

What We Built

Our direct technical partnership with ShipStation gave us an expedited path to resolving compatibility issues that would have otherwise sat in a queue for weeks. On the development side, we used Gadget — a rapid app-building platform — to build a custom application that automated a portion of payment processing tied directly to product fulfillment status.

The result:payments no longer required manual intervention for every transaction. The workflow ran on its own, reduced errors, and freed the team to focus on the work that actually grows the business.

We became an extension of their team, working through payment and fulfillment challenges in real time, attending trade shows in person to understand the business from the inside, and continuing to refine their ordering, fulfillment, and payment workflows as the business evolves.

The Foundation Is in Place for What Comes Next

The work across the website rebuild, the trade show application, and the invoicing infrastructure is already delivering — and the biggest drivers are still coming online.

Sugarboo & Co. now has a storefront that reflects the quality and soul of the brand, gives buyers a reason to linger, and gives the internal team the tools to merchandise and promote it efficiently. They have a trade show platform that moves as fast as their team does on the floor. And they have a wholesale payment workflow that runs without manual intervention.

The systems that were holding the business back have been replaced with infrastructure built to scale — entering their busiest seasons with a platform purpose-built to support what comes next.